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Lay people might disagree with the ‘formal’ knowledge of medicine produced in medical schools and the internet has provided an opportunity for them to present their ideas. Attention deficit hyperactivity disorder (ADHD) is a new concept and has always been a controversial topic. Many people are presenting their views regarding ADHD on the web. This article explores a sample of ADHD‐related materials found by Google and evaluates the possible effects that different voices may have on ‘formal’ knowledge.

To test the validity of the presumed characteristics of professional services by studying their manifestation in the problem solving that occurs in service production.

The paper uses medical research as secondary data to study the existence of associations between the presumed characteristics of professional services and problem solving in the medical context. A systematic review of empirical studies concerning physicians' prescribing decisions is conducted.

Supporting assumptions presented in the literature, specialist knowledge of professional and customer participation was found to influence prescribing decisions. The assumption regarding collegial control was partially supported. Some degree of contradiction was found with respect to the presumed professional autonomy and altruism. Whilst the professional services literature emphasises factors related to the client's problem, the service encounter and the profession, we conclude that problem solving is influenced also by factors embedded in the related organisational, market and institutional environments.

Further empirical validation of the presumed professional characteristics is needed. The results indicate that professional services research should pay more attention to the role of the wider context in professional problem solving. Medical researchers might also benefit from a broader perspective on patient participation.

An holistic view of factors that influence physicians' prescribing decisions is of use to managers of health care organisations, marketers of pharmaceuticals, and policy makers and third‐party payers.

By using an interdisciplinary approach, the paper contributes to professional services research by providing empirical support for the often repeated characteristics of professional services and outlining factors that potentially influence problem solving within professional services.

Drugs in the same therapeutic class differ in their therapeutic profile, metabolism, adverse effects, dosing schedules, delivery systems, and other features. In addition, such agents can provide backup if the initial drug sometimes fails in the development stage or in the market. The availability of a broad range of medicines enables physicians to treat with precision the individual needs of diverse patients and provides options when the first agent used is either ineffective or not tolerated. Some incremental innovations have been associated with overall cost savings. Competition among drugs in a therapeutic class drives prices down. Policies that limit research on incremental innovations may deny access to important therapies, reduce competition, and erode incentives for research.